Millennial parents in Western Europe have been seriously tested in the past years. They’ve had to adapt their parenting style to the threat of a global pandemic, by creating home-schooling rules, while making sure their kids’ mental health—and theirs—was okay. All of this was done mostly without the help of family members during quarantines. Now, a year out of the pandemic, European parents face a worrying increase in cost-of-living, and political tensions across the continent. Considering all these changes, what does Millennial parenting look like in 2022 and what does it mean for brands wanting to reach this segment of...